Situation/Objectives: A company has launched a new brand and product – as have a half-dozen competitors – into a new category segment – that has the potential to transform the category and an industry. They want to more fully understand consumers’ (product users) reasons for product usage, which transcends emotional, physical, and practical needs. They want to show the new products and prototypes to non-users, too, to determine their reasons for non-trial, and their level of purchase interest.
Action: PMI conducted six focus groups across two cities among users and non-users, by gender. Participants were asked to create collages to show their thoughts and feelings when using both traditional and new, innovative products.
Results: The collage exercise generated a myriad of insights around consumers’ emotional attachment to certain types of products. The new prototypes were well-received and compared well to the competition, but several suggestions were put forward that will be implemented into future products. Consumers also provided feedback on the brand’s advertising, which will be incorporated into future ads.